The Enhanced White List Explained

What is the Enhanced White List?

The Enhanced White List is a subset of the general White List. For certain bulk mailers and email marketers who meet strict delivery standards, it is an automated mechanism by which messages to AOL members are displayed with images and links enabled.

What are the standards for eligibility for the Enhanced White List?

The standards will include:

  •  Requirements surrounding complaint rates (including complaint rates relative to other senders).
  •  All the requirements necessary to be part of the current AOL White List (for more information, go to White List Guidelines).

What do I need to do to be considered for the Enhanced White List?

The Enhanced White List is only available to senders that are already on the general White List. Inclusion in the Enhanced White List is done automatically, based on the sending behaviour for the past 30 days. Behaviour is evaluated by individual IP address, not by overall domain.

There is no manual consideration for the Enhanced White List. White Listed bulk mailers do not need to contact AOL to be added to the Enhanced White List. The process will be automatic.

Once I am added to the Enhanced White List, will I be removed?

To remain on the Enhanced White List, bulk mailers must stay within the applicable standards. If, during a 30-day period, average member complaints for an individual IP rise above applicable standards, the mailer's IP will be removed from the Enhanced White List.

The mailer's IP will be returned to the White List (unless the regular White List standards were also violated). After 30 days of staying within the Enhanced White List standards, the mailer's IP may be reinstated on to the Enhanced White List.